Say Yes
Cooking up a saucy little design number

Client

Say Yes Foods

Branch

Food

Groceries

Services

Brand Development

Brand Strategy

Brand Design

Naming

Tone Of Voice

Brand Messaging

Animation

Packaging

Printed Matter

Case Study
Overview

Say Yes!

is a completely novel chili sauce that comes from Brazil and, under a different name, already has a large market share there. Its taste is so sensational that its discoverers immediately knew: This sauce has to come to Europe. Because Say Yes! adds spiciness and an incredible taste to almost every favorite dish. Market entry is being achieved via two channels: Through targeted sales into the food service distribution sector and through online sales. But how does this brand have to look for this plan to succeed? Here’s the answer.

Every day: hot and spicy!

One passion informed our positioning process: Almost every one of us likes spicy food. So the USP of Say Yes! soon became clear. In addition to its crisp but palatable spiciness, the sauce’s unique taste goes with almost every kind of food and transforms it into something entirely new. The positioning was influenced by our determination to think outside the box: There are no categories such as Indian, Mexican or For Steaks Only and For Men Only. The brand only communicates in a positive way and promises a “Yes!” to Spiciness for Everyone. At best every day!

The target group is what Counts

When the first batch of newly branded sauces arrived at the port of Hamburg, we organized a launch event at which numerous testers from the core target group were able to taste the sauces. In addition to getting valuable feedback on the new brand, we took advantage of the event to capture authentic images for the corporate imagery.

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Spicy shopping for enthusiasts

The sauce got incredible feedback: 8 of 10 people were hooked after tasting it just once. People who get to know the sauce away from home also want it in their fridge. So we built a web shop which gets you to your goal in two clicks. Everyone who reaches the shop through search engines or online campaigns will find all the relevant information about Say Yes!. Check it out, baby!